What Is Google Tag Manager and Why Your Site Needs It?

YRSK | Published: 02-03-21
Where you are in a B2B business and as a digital marketing strategy, you launch a PPC (Pay-Per-Click) campaign; it involves a synchronized chain reaction of innumerable mini tasks achieved by various members of different teams. Each task accomplished depends on completing the earlier task, which moves at the slowest speed in the line of tasks.

The digital marketing teams most often find the collection of user behavior data creating essential remarketing tracking codes and conversion tracking snippets on a website overwhelming. With the Google Tag Manager (GTM), you can refine the process of dealing with tags. So, what is a GTM?

What Is Google Tag Manager?

Google Tag Manager or GTM is a tool or tag management system that enables you to quickly deploy marketing tags, which include the measurement codes or tracking pixels and related code fragments on your mobile app or website. In a way, GTM streamlines the process of organizing tags and gathering data from them. 

By installing GTM on your website, you can communicate with the GTM servers and use the GTM’s web-based user interface to easily set up tags and establish triggers to create variables by causing the tags to fire during the occurrence of certain events. These variables help refine your tag configurations and automate them. Using Google Tag Manager enables you to avoid the lengthy process of collecting and organizing analytical data to make quick decisions.

Made of various components like tags, triggers and variables, the GTM helps you save time. A tag is a code which you employ to send data to any tools like Google Analytics or third-party tools to keep track of them. A trigger signals the tag to fire when it detects certain events like page views, button clicks or form submissions on your website or mobile app. A variable refers to circumstances and is a function. It informs GTM where to fire a tag.

Why Should Your Website Use Google Tag Manager?

  1. Manage all tags at one place

You can have all your track codes in one place. This avoids the earlier practice of coding of track codes directly on the app’s or website’s source code, which generally scatters the code snippets across various files. This made it difficult to manage and update the codes. The GTM tag templates, which are off-the-shelf tracking scripts, allow you to add new tracking tags to your app or website. Requiring minimal input, they offer speed optimization and cross-browser compatibility.   

   2. Quick deployment of codes to track event actions

With GTM, you can track codes and avoid a developer most of the time. For instance, a marketing analyst who wants to monitor the user behaviour on a new marketing platform can do it himself or herself, without sending a tracking code to the developer, who may be busy. You can manage a track code or tag like this using a GTM interface, which speeds up the process. 

You can quickly add new tags and test each change and deploy it when ready to quicken the launch time.

  3. It comes for free

GTM like Google Analytics is free and can be used by any business. 

4. Extensions and tools for efficient work

With the Google Tag Manager, you can simplify the correcting tag and troubleshooting errors. This helps you know the tags fired on the web page and details about the tracking tags' information and triggers that fire tags. You can ensure that the tags work using the GTM debugging solutions before publishing them on the website. The extensions and tools offered by the GTM help improve your performance using new ways, identify the bugs faster and give the final result without much difficulty.

5. Reusable templates

You can have your own templates with the tracking settings or codes generally used and have all the marketing tags exported to a single file to use it later.  Where your business has to carry out the standard Google Analytics events like outbound-link clicks, page-view tracking, etc., again and again, then reusable templates are useful.

6. Offers built-in tags for tracking

When it comes to Google AdWords conversions, Universal Analytics, remarketing, etc., the GTM helps with several built-in tags. This helps you as a marketer to customize tags, without the help of a developer. Many templates do not require you to have any knowledge of coding or implementing any complicated code.

7. Provides security

Google automatically scans all tracking scripts in GTM accounts. It detects if the tags match any malware domain, URLs or IP addresses. Furthermore, you can also control those who have access to the account and revoke it anytime.

Other than these, there still more reasons as to why you should use a Google Tag Manager in your B2B business.